CHIVAS REGAL BLENDED SCOTCH WHISKY

15. August 2010

Strathisla Distillery

Seafield Ave., Keith, Grampian Scotland

Tel: +44 (0) 1542 783 044 / Fax: +44 (0) 1340 871 729

James and John Chivas' ambition was 'to provide customers with products of the highest quality.' Because the Single Malts of the time were harsh and often poorly matured, they
dreamt of creating a whisky that could be easily appreciated and shared amongst friends. This was soon realised as the store in Aberdeen became an Epicurean delight. As well as scouring the
Highlands and Lowlands in their search for fine things for their wealthy clientele to eat and drink, they provided products from all across the world - rich coffee, exotic spices, the finest
French Brandies and rums from the Caribbean. They found however that they were unable to provide a whisky that met their exacting standards.

Blending together only the finest aged whiskies, they produced a smooth and generous product that was very different to others available at the time. Word of their new whisky soon spread. And
before long it became unthinkable for a host to entertain guests without a bottle of their whisky in his hand. It was this passion for blending superb whiskies and years of perfecting their art,
that led to the creation of the ultimate blend, that of Chivas Regal.

When Queen Victoria began entertaining guests at her Balmoral Estate in Scotland, the search immediately began for a discrete and reliable supplier who could provide the finest food, liqueurs and
spirits. Before long, in 1843, James Chivas received a letter announcing that, due to their excellent service, Chivas Brothers had been granted a Royal Warrant to supply goods to the Queen
Victoria. It was the start of a long and harmonious relationship between Chivas Brothers and the Royal family.

The start of the 20th Century and America was in the full glory of cultural adolescence, bursting with energy and optimism. Construction was booming and New York was fast catching up with London,
the theatre capital of the world, gaining in clout, size and sophistication . This is when Chivas Regal was created, targeted at this fast expanding Northern American market. It entered the
market in the Autumn of 1909 and by December 1909, the Chivas Brothers agents were already wiring Aberdeen requesting more stock of Chivas Regal. By May 1910, less than one year after entering
the market, Chivas Regal had become the most talked about of new imported consumer goods among the well-to-do stratum of New York Society.

Chivas Regal is justifiably proud of its Scottish ancestry, but the real secret of this iconic whisky and its commercial success lies across the Atlantic. It's here that James and John Chivas'
vision met the American people's growing appetite for life - and the rest, as they say, is history.

Turn of the century America was a land of unrivalled opportunity. Fortunes were built in a matter of years and everything seemed possible. Chivas Regal, with its smooth generous taste, seemed to
embody the quality and craftsmanship that the 'new' Americans still held in high regard from the 'old world' and was quickly adopted in the finest homes throughout the USA. Initially the brand
lacked the outward, luxury presentation that American consumers were looking for. But this was soon solved by the development of the distinctive packaging that remains to this day for Chivas
Regal 12 Year Old. A special, silver carton indented with heraldic symbols, reflecting its noble Scottish lineage and the chivalry of the ancient Scottish Clans. A prelude to the rich and
generous whisky that lies inside.

After World War II, America was once again a land of incredible optimism and razzmatazz. The war had been won and America was experiencing a new age of prosperity. These were the Golden Years:
America was changing dramatically. Affluence had brought worldly success, and now that attention was firmly on fun and living life to the full. The "Rat Pack" captured the mood of this era more
than anyone. And at the heart of it all??.. Chivas Regal.

Frank Sinatra, Dean Martin, Sammy Davis Jr and the rest. Cooler than the ice in a heavy tumbler of Chivas Regal, wise guys every one of them, sizing everyone up, then giving them the golden tap
on the shoulder and bringing them in. They performed on stage together, acted together and partied together. Chivas Regal soon became a symbol of their exuberant lifestyle - a luxury that seemed
to mirror both their enthusiasm for life and the underlying quality that provided the foundation for their self-belief.

Chivas Regal is often described as the smoothest Scotch whisky in the world. It's the ultimate testament to the work of the Master Blender whose quest is to carry on the vision of James and John
Chivas. Master Blender Colin Scott states, "I'm one of a long line of Master Blenders at Chivas Brothers and as such I am the guardian of their unique style of whisky. I'm fortunate to be able to
draw upon such an unrivalled stock of ageing whisky. One of the most extensive in the whole of Scotland."

James and John Chivas had a vision to create a blended whisky to be enjoyed and shared. It's a vision that was fulfilled years later - in the form of Chivas Regal. Their inspiration is still ever
present today. Chivas Regal is the world's favourite premium whisky - enjoyed in over 200 countries. So wherever you are, you'll find Chivas Regal at the heart of almost any occasion where good
times are being shared with friends. Welcome to 'The Chivas Life'.

Courtesy of Chivas Regal

Chivas Regal 12 year old is a whisky you can enjoy anywhere, at any time because it is easy to appreciate and share. It has a renowned smoothness, and a honeyed, fruity taste.

On 1953, in honour of the coronation of Queen Elizabeth II, Chivas Brothers created Royal Salute. The first flagons were specially produced on the 2nd June 1953, the day of her coronation. A
blend of the finest aged whiskies, named after the Royal Navy’s 21-gun salute to pay tribute to dignitaries. This premier deluxe whisky was blended from some of the rarest whiskies in the world,
laid down in the 1920s and 1930s. Each drop of whisky in the blend was at least 21 years old. Initially limited to only 2,500 cases, produced for the global market during its inaugural year

Taste: A rich depth of sumptuous fruits and spices develop into a warm nutty oakiness with hints of masculine smokiness.

Royal Salute The Hundred Cask Selection

The Master Blender at Royal Salut hand-selects 100 casks that have reached perfect maturation for blending together. It takes expert blending to marry whiskies of varying casks and varying ages
ranging from 22 to over 40 years. Three types of cask were used in the production of the 100 Cask selection, required to acheive it's signature richness and complexity. The Hundred Cask Selection
is a limited edition of only 29,383 bottles. A rare and exclusive blended Scotch Whisky with a deep, smooth flavour. Long-lasting, luscious aromas mingle with a fruity sweetness finishing with
The Hundred Cask Selection's signature warmth and mellow, smoky oakiness.

Royal Salute The Hundred Cask Selection is a rare and exclusive Deluxe blended Scotch Whisky with a deep smooth flavour. Long lasting, luscious aromas mingle with a fruity sweetness leading to a
finish with the Hundred Cask selection’s signature warmth and mellow, smokey oakiness- the result of exceptional aging.

Royal Salute 38 year old - Stone of Destiny

On 1953, in honour of the coronation of Queen Elizabeth II, Chivas Brothers created Royal Salute. The first flagons were specially produced on the 2nd June 1953, the day of her coronation. A
blend of the finest aged whiskies, named after the Royal Navy’s 21-gun salute to pay tribute to dignitaries. This premier deluxe whisky was blended from some of the rarest whiskies in the world,
laid down in the 1920s and 1930s. Each drop of whisky in the blend was at least 21 years old. Initially limited to only 2,500 cases, produced for the global market during its inaugural year.

Taste: Full, with a richness of dried fruits, assertive spiceness and a deep floral fragrance.

Finish: Full, Long and lingering.

Royal Salute 50th Anniversary Celebration - A Tribute to the ultimate conquest.

On the 29th of may 1953 Sir Edmund Hillary together Sherpa Tenzing Norgay became the first man to reach the summit of Everest. 50 years later on that very day at a private special dinner Sir
Edmund Hillary was presented by his Grace the 13th Duke of Argyll with the first of only 255 bottles of Royal Salute 50 year old.

Speyside is a magical place, with a unique natural environment that makes it the perfect location to produce the smooth, rounded malt whiskies that lie at the heart of the Chivas Regal blend. One
of the most important of these Speyside malts is Strathisla.

Strathisla is produced at the oldest, and arguably the most beautiful distillery in the Highlands of Scotland - Strathisla Distillery. Strathisla has always been essential to ensure the rich and
generous taste of Chivas Regal. This, and many other fine malts from throughout Scotland, are brought together with the highest quality grain whiskies to produce Chivas Regal. James and John
Chivas never actually owned the distillery themselves. Finally in 1950, the company was finally able to purchase the distillery, thereby safeguarding the precious stocks of Strathisla single malt
whisky for Chivas Regal.